Brand Personality
DefinitionHave you recently come across statements like “Brand X is rugged and macho with a spirit of adventure and freedom” or “Brand Y is stylish, trendy, younger and competitively priced”? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traits. These traits become the identification of the brand. Brand personality can be shallow and functional with regards to its functional benefits, or deep and emotional with regards to its emotional connect with the consumers. It can be communicated through a personality who symbolizes those associated characters to the brand. For example, Aamir Khan and Titan, Akshay Kumar and Thumbs UP. Or the brand personality can be conveyed through distinct traits. For Example, Dove as honest, feminist and optimist. Consumers interactions with the brand make up the personality of the brand. Advantages of Brand Personality

1. Way to understand the brand 2. Differentiation: Creating a unique personality for the brand helps to differentiate the brand from its competitors. Brand personality differentiates among brands specifically when they are alike in many attributes Often the brand personality refers to the emotional connect of the consumer with the brand. Brands often demonstrate a persona that extends well beyond its functional benefits. Creating a unique emotion for the brand in the minds of the consumers further enhances the brand equity amongst the consumers. 3. Carry forward the brand Communication: Brand personality is used to make the brand strategy lively, i.e , to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity. 4. Role in introduction...

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...Johnnie Walker is the biggest selling Scotch whisky and the third largest spirits brand in the world; which has presence in more than 200 countries. The brand outsells its nearest rival by over 10 million bottles a year. “Johnnie Walker Red Label” is the third largest spirit brand in Australia and the market leading Scotch whisky brand in the Australian market.
With a strong heritage and an interesting history since 1820, thebrand raised its own personality and brand elements such as the Striding Man or the square bottles; which lately became well recognised global icons and were registered trademarks and in the market place long before McDonald’s, Nike and Coca-Cola.
In the 1990’s the brand faced difficult times not only itself but the whisky industry, as emerging brands and new tastes appeared on the market. However, during 2007, Diageo Plc., the owner of the Johnnie Walker brand, announced record results for Johnnie Walker and the delivery of an exceptionally challenging 5-year business goal for the brand, which was to achieve an annual sales volume of 15 million cases worldwide. Considering this target was set following a long period of stagnation in the whisky category, this is a remarkable achievement, made possible, largely, by Scotch whisky distillers actively repositioning their products to appeal to a new...

...IMC and brand building
In this essay, the integrated marketing communication is discussed. Integrated marketing communicated plays an important part in the brand building process. Brand is the central of the IMC. And an effective IMC can help the business build the positive brand image. After introduce the relationship between IMC and brand building process, Bee&Flower are the example of brand building using IMC and get the great process. The advertising, the international marketing, and the sales promotion are the main ways for them to build their brand image and promote their products.
Before introduce the relationship between IMC and brand building process, IMC should be defined.
“IMC strategy as a set of processes that include the planning, development, execution, and evaluation of coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted, relevant external and internal audiences. Therefore, effective IMC is an integral part of an effective brand equity strategy” (Madhavaram, Sreedhar.; Badrinarayanan, Vishag.; McDonald, Robert E, 2005)
With the development of the market, the consumers are changed, the media systems are developed. (Wed, 2009)Using traditional measures to build the brand image is lack of...

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Brand Name and Corporate Image
Valarie Murphy-Taylor
OMM 615
Robert DeYoung
August 04, 2014
Abstract
The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate image on the other hand is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another....

...of the global brands with an estimate value of &78 billion. IBM has closely behind with 71$ billion. Despite those two businesses have totally different of business nature, these two firms have a significant common characteristic which is the value of their brand is extremely high. However, the value of branding isn’t only reveal in those two firms but the entire market has the common factors which are the most successful firm always has a high value of theirbrand. Branding is one of the critical enduring assets to a company which can be the name, term, design, symbol or any unique feature can be used to identify business. Kapferer (2008) suggest that branding is the most important factor to service industry as its instinctive uniqueness like inseparability, heterogeneity, perishability and tangibility. Furthermore, CEO of McDonald’s claimed that the value of brand is worth than any of their facility and equipment. It indicate that importance of branding is powerful assets which every of marketing manager would have carefully develop and manage. In this paper, we explore the importance of Brand Equity and any of the associated metrics.
Brand Equity is the differential effect that knowing the brand name has on customer response to the product or its marketing. America Marketing Association has given a definition of brand equity, it suggests that “The value of...

...advancements, and design improvements, which led to the North American Truck of the Year award in 2011. In addition, Ford began modifying the “Explorer” to include a Special Service Vehicle version to be used by law enforcement agencies, fire departments, and EMS agencies. This was the first time a motor vehicle company produced a model to be commercially sold to these agencies, and is currently being used by NYPD and most other agencies across the United States. The “Explorer” with its long history (See Exhibit 1) is a heritage brand that has successfully competed for years with different “generations” keeping it increasingly relevant.
The parent company, Ford Motor Company, has long been one of the benchmark companies of the motor vehicle industry and is currently one of the largest corporations in the world today. Founded in 1903 by Henry Ford, Ford Motor Company has sold automobile parts, motor vehicles, and commercial vehicles under the Ford brand and is the second largest U.S based (Detroit, Michigan) automaker in the world. Additionally, Ford introduced to the world the idea of the “assembly line” and large-scale manufacturing commonly referred to now as “Fordism”. In 2008, Ford relied on a line of credit from the U.S government due to the rising cost of healthcare for an ageing workforce, and the declining sales of their flagship large SUVs, and since has created numerous jobs across North America, and, as a parent company, has risen...

...﻿ Virtual University of Pakistan
Evaluation Sheet for Final Project
Fall 2013
MKT619: Final Project Credit Hours: 3
Project Title: Comparison of Brand loyalty and Customer satisfaction of Warid Telecom with Ufone
Name of Student: Muhammad Muddassar Waheed
Student’s ID: MC100203364
Supervisor: _______________________________
Dear student,
Your project has been evaluated & you are declared as “pass” so now you should prepare your PPTs. & submit those once new assignment for PPTs will be opened on LMS. Also be ready for your viva session for which we will call you shortly.
Prepare for presentation & viva voce in the light of guidelines given in lesson #06 on VULMS.
Final Project
“Comparison of Brand loyalty and Customer satisfaction of Warid Telecom with Ufone”
A REPORT
SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES,
VIRTUAL UNIVERSITY OF PAKISTAN
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
Submitted By
MC100203364
Muhammad Muddassar Waheed
Department of Management Sciences,
Virtual University of Pakistan
Dedication (Optional)
I dedicate my project and research work to the Warid Telecom and especially Ufone telecom services as there is lot of potential in the telecom sector here in Pakistan but need to focus on the strategies in which somehow Ufone is successful but Warid need to work more...

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What is BRAND?
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers"* Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.
A brand—an intangible asset—is often the most valuable asset of a corporation. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.
The word "brand" is often used as a metonym, referring to the company that is strongly identified with a brand.
Brand Valuation Methods:
Brand valuation is the job of estimating the total financial...